VANS turns 60 this year, and we sat down with Warren to unpack what the brand has planned to celebrate this major milestone — and its undeniable impact on culture over the years.  So, tighten your VANS laces and tap in as we take you behind the celebrations, the culture, and what’s next. This is another HYPE exclusive.

VANS is celebrating 60 years this year. What do you think has been the secret to the brand’s longevity?

For me, it comes down to authenticity. VANS has never really tried to be everything to everyone. It’s always stayed close to the communities that adopted the brand, skate, surf, music, art and creativity and I think people can feel when that’s real.

Obviously the product plays a massive role too. There aren’t many brands where you can take a shoe from decades ago, put it on today and it still feels relevant.  This combination of staying true to who you are, while allowing every new generation to interpret VANS in their own way, is probably why we’re sitting here talking about 60 years.

How has the brand managed to stay authentic while still evolving?

I think the important thing is that VANS doesn’t need to chase culture because it has always existed within culture. We obviously evolve with new silhouettes, collaborations, campaigns, different creative communities but the foundation doesn’t really change.

‘Off The Wall’ is one of the most recognisable brand slogans in the world. What does it mean to you today?

For me, Off The Wall is more of a mindset than a tagline.  It obviously has its roots in skateboarding and literally doing something off the wall, but today I think it represents anyone who looks at things a little differently.

It’s that person who doesn’t necessarily follow the obvious route. Whether you’re skating, making music, painting, designing or whatever your thing is, you’re willing to back yourself and do it your own way.

VANS has become synonymous with skateboarding, music and street culture. Which of these communities has had the biggest influence on the brand?

Skateboarding. No question.

It’s the heartbeat of VANS and it shaped so much of the brand, from the product, the attitude, the creativity and probably even how we think about marketing.  But the cool thing is that skate culture has never existed in isolation. Skate naturally crosses over into music, fashion, art, photography and street culture.

That’s why VANS has been able to move through all those spaces without it ever feeling forced.

Which VANS silhouette best represents the brand’s legacy, and why?

I’d say the Authentic. It’s where VANS started, and I think there’s something pretty powerful about the fact that 60 years later it still works.

It’s such a simple shoe, but that’s almost what makes it special. There’s no hype needed around it. Anyone can wear it, anyone can style it, and it tends to get better the more beaten up it becomes.

South Africa has a thriving youth and streetwear culture. How has the local market shaped the VANS brand?

For us, the exciting part is making sure VANS isn’t just a global brand being marketed in South Africa. We want VANS South Africa to genuinely participate in what’s happening here, work with the right people, support communities, create platforms and let local culture influence how the brand shows up.

The Knu Skool has seen a huge resurgence recently. Why do you think this silhouette has resonated with a new generation?

Firstly, it just looks good. It’s got that proper oversized ’90s skate feel the chunky tongue, bigger proportions, oversized side stripe and that’s obviously connecting really well with how younger consumers are dressing right now. But what I think makes it even stronger is that it’s not VANS trying to create something that looks retro, It genuinely comes from our archive.

So you’ve got this shoe that’s rooted in VANS history, but a whole new generation is discovering it like it’s completely new. That’s pretty cool.

Are there any exciting collaborations, collections or initiatives from VANS South Africa that fans should look forward to?

Definitely.  The 60th anniversary gives us a really great opportunity to celebrate our icons and stories that built VANS, but at the same time we don’t want to spend the whole year looking backwards.

Locally, a big part of our focus is getting closer to communities again skate, surf, music, creators and creating experiences around the brand rather than everything just being about product. There are also some really exciting global collaborations and product stories coming.  I probably can’t tell you all of them yet, but there’s definitely a lot for VANS fans to look forward to.

If someone is buying their very first pair of VANS, which style would you recommend and why?

That’s actually a hard one, but if I’d have to pick one it would be the Authentic because it’s where the brand started and it’s still equally relevant today.

What do you hope the next generation associates with VANS over the next 60 years?

I’d want them to associate VANS with creativity, individuality and freedom.

The world is going to change massively over the next 60 years and obviously culture, fashion and technology will change with it but hopefully VANS remains this platform where people feel like they can express themselves without having to fit into a certain mould.  If the next generation still sees VANS and thinks, “I can make this my own”, then I think we’re doing something right.

Trends come and go, but VANS has somehow avoided feeling like a trend. Why do you think that is?

Because VANS didn’t come from fashion.  It came from real communities adopting the brand and those communities gave the product meaning. The Authentic, Old Skool, Slip-On, these shoes have been worn by skaters, musicians, artists and everyday people for decades.

Of course fashion trends come around and suddenly VANS might be having a massive moment again, but underneath that moment there’s always this really strong cultural foundation, that’s very difficult to manufacture.

Finally, if you could describe VANS in just three words, what would they be?

Culture, creativity and community